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Description
In a world with increasing consciousness of sustainable consumption, corporate social responsibility (CSR) continues to be a major factor in consumers’ purchase-related decision making. Recently, companies have started initiatives to provide digitally co-created CSR, in which consumers can decide to which project, organization or foundation a company donates. Despite early research efforts, still, less is known about the effectiveness of such approaches in terms of customer loyalty and whether or not consumer characteristics impact the effectiveness. To this end, we conducted a scenario-based experiment with 241 participants, in which we manipulated different forms of CSR activities, including a digitally co-created mode of corporate social responsibility that involves a “you decide, we donate approach”. We confirm the effectiveness of digitally co-created CSR and show that consumer innovativeness as a consumer characteristic has no moderating effect. We discuss implications for IS theory and practice as well as future research opportunities.
Recommended Citation
Schaarschmidt, Mario; Bertram, Matthias; and VonKorflesch, Harald, "Digitally co-created corporate social responsibility: Testing the effectiveness of “You decide, we donate” approaches" (2022). Wirtschaftsinformatik 2022 Proceedings. 1.
https://aisel.aisnet.org/wi2022/ict_responsible_consumption/ict_responsible_consumption/1
Digitally co-created corporate social responsibility: Testing the effectiveness of “You decide, we donate” approaches
In a world with increasing consciousness of sustainable consumption, corporate social responsibility (CSR) continues to be a major factor in consumers’ purchase-related decision making. Recently, companies have started initiatives to provide digitally co-created CSR, in which consumers can decide to which project, organization or foundation a company donates. Despite early research efforts, still, less is known about the effectiveness of such approaches in terms of customer loyalty and whether or not consumer characteristics impact the effectiveness. To this end, we conducted a scenario-based experiment with 241 participants, in which we manipulated different forms of CSR activities, including a digitally co-created mode of corporate social responsibility that involves a “you decide, we donate approach”. We confirm the effectiveness of digitally co-created CSR and show that consumer innovativeness as a consumer characteristic has no moderating effect. We discuss implications for IS theory and practice as well as future research opportunities.